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How Chobani Won the Greek Yogurt War with Experiential Marketing

Ten years ago, Greek yogurt represented less than 1% of U.S. yogurt sales. Today, it's almost half of the total market. What changed? In a word, Chobani. Launched by Hamdi Ulukaya in 2007, the Idaho-based brand introduced Greek yogurt to the American palate. Chobani now controls 38% of the Greek category, significantly outpacing former heavyweights like Yoplait and Dannon. The man responsible for Chobani's rise, perhaps just as much as the brand's founder, is CMO Peter McGuinness. Hired in 2013, McGuinness saw that the Greek yogurt market had become oversaturated.

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